Visual language – What is its role in business?

visual language

Visual language in business refers to the use of visual elements such as images, graphics, and colors to communicate information about a product, service, or brand. This can include visual branding elements such as logos, packaging, and advertising materials, as well as data visualization tools such as charts, graphs, and infographics used to convey complex information in a clear and engaging way.

Effective visual language can help businesses to create a strong brand identity, capture customers’ attention, and convey information quickly and effectively. For example, a well-designed logo can help a business stand out from competitors and create a memorable and recognizable identity. Similarly, using infographics and other visual tools can make it easier for customers to understand complex data or concepts, improving their engagement and satisfaction with the brand.

In today’s digital age, visual language is becoming increasingly important in business as companies seek to communicate more effectively with customers across a range of digital platforms. As a result, businesses are investing in visual design and data visualization tools to improve their communication strategies and stay ahead of the competition.

What is visual language?

Visual language uses visual elements like images, symbols, colors, and typography, to convey meaning. It is a form of nonverbal communication and can be understood across cultures and languages, making it a powerful tool for global communication.

Visual language can be sign language, photography, infographics, diagrams, logos, advertising etc.

It is used in many different contexts, from everyday life to art, design, and business, to convey ideas, emotions, and information clearly and concisely. Overall, visual language plays a crucial role in our daily lives and relationships, enabling us to navigate the world around us and communicate with others in powerful and meaningful ways.

A story of success due to visual language

If you can plant a positive image in the mind of anyone you are trying to persuade, you are close to achieving what you want. See how the art of advertising through visual language transformed Starbucks as we know it today.

When Starbucks reinstated CEO Howard Schultz after years of declining in value, the company changed its approach. They did not come up with a new ad like We are returning to our roots or we recommend the quality of our coffee to you, but closed stores nationwide for three hours.

The reason was simple, they were retraining every bartender to see how capable they were to make the perfect cup of coffee. It turned into a national news story, and the closed stores stuck in people’s minds as a definite idea – “This is how Starbucks takes tremendous care of its customers.” It was worth the try, because Starbucks boomed as a business.

We categorize the images in the form of symbols. A symbol can be a person, an object or an action, but it must be concrete and tangible. For example, immigration policy is conceptual, while walls are something everyone can imagine. Symbols have the power to transform conversation in a way that a long story cannot.

What are examples of visual language?

As already mentioned, visual language refers to a system of communication that uses visual elements, such as images, symbols, and colors, to convey meaning. Here are some visual language examples:

  1. Sign language: A language that uses gestures and facial expressions to communicate meaning.
  2. Emojis: Small digital images or icons that convey various emotions and concepts.
  3. Infographics: Visual representations of data and information using charts, graphs, and other graphic elements.
  4. Logos: A symbol or design that represents a brand or organization.
  5. Maps: Visual representations of geographic information, such as a world map or a street map.
  6. Comics: Sequential visual storytelling that uses images and text to convey a narrative.
  7. Typography: The design and arrangement of text, which can convey meaning through its style, size, and placement.
  8. Photography: Images that capture a moment in time, conveying meaning through their composition, lighting, and subject matter.
  9. Symbols: Abstract images or designs that represent a concept or idea, such as a heart symbol for love.
  10. Advertising: Visual communication used to promote a product or service, often using images, slogans, and other graphic elements.

How does visual language affect us?

The goal of the visual language is planting an image in the mind of your audience. Visual language that stays in the memory of your customer is more important than anything else.

Why is visual language important?

Visual language is a system of communication that uses visual elements such as images, symbols, and colors to convey meaning. It is important for several reasons.

It is universal, making it a powerful tool for global communication, and it is accessible to those who cannot read or write, such as children or people with disabilities. It is engaging and memorable, capturing people’s attention. Further, it conveys complex information clearly and concisely.

Additionally, visual language allows for creativity, enabling communicators to convey meaning innovatively. Lastly, it is used in branding and marketing to create a recognizable identity for a product, service, or organization.

Overall, visual language plays a crucial role in our daily lives, from the symbols we use to navigate our physical environments to the images and infographics we encounter online and in the media.

Our choices are not logical, but emotional

Studies have shown that consumers place more weight on ordinary people’s criticism of a product than on professional evaluations. This shows that our choices are not logical, but emotional. So, this is why has invested in creating a logo that is emotionally connected to each user. The symbol of the eagle, the handshake (besa) and the heart (indicating love = te dua) have been deliberately chosen to represent everything represents as a symbol and idea.

So businesses need to put the right weight on visual language as a powerful tool that stays in the minds of consumers and connects emotionally with them.

If you want to succeed, and convince people that you are worth it, think of the most vivid image you can convey. Pay proper attention and be a witness to your success.



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